數位化時代的來臨,使的資訊得以利用各種傳播形式交流共享於數位媒介之間,而龐大的數位資訊平台遂成為匯集式資訊庫;資訊呈現也相對影響了網路購物的應用與商業行為。不同的資訊呈現形式皆有其傳達資訊之功能,早期的文字、圖像、影音多媒體的發展,皆為網路購物帶來資訊呈現上的延展性。虛擬化的形式更為網路購物資訊呈現帶來突破性的發展,同時也涉及科技發展時代下的體驗議題。商品虛擬化的發展已經存在,隨著技術的突破,新的虛擬化形式不斷改變呈現的形式,並給予瀏覽者不同的使用形式,並於體驗後產生不同的回饋感;如何利用虛擬化的優勢反饋至欲訴求的商品,遂成為網路購物發展上的重要發展面向。 本研究將透過使用者購物行為、購物通路、與虛擬化發展趨勢進行歸納分析,並依據Milgram提出的真實與虛擬呈現觀點,提出網路購物虛擬化發展中真實與虛擬共存的形式;本研究並提出擴增實境的技術如何應用於網路購物之中。透過網路購物虛擬化發展的趨勢與本研究提出的觀點,並進行專家訪談,藉以獲取網路購物發展的觀點與虛擬化發展的可行性觀點,藉以作為後續應用上的評估依據。
Nowadays, information can be shared through the diversified information platform which allows digital information exchange among people. The forms of information have evolved from words, graphics to multimedia. The multimedia has featured that communication between the people and the information carrier is toward to a batter quality on online shopping. The virtual technology brings a break through development for e-Shopping, and also brings out an issue of experience marketing on online commerce. With the break through of product virtualization technology, the new style of shopping provides consumers interactive ways to "feel" the products. Through the analysis of consumer behavior, distribution channels, virtual technology development, the Milgram's mixed virtual-real theory has been used to develop a new way of e-shopping which brings about the possibility of Augmented Reality applied online shopping experiences. In this study, the interviews with experts have been undertaken, and their opinions are the essential feedback for building an augmented reality e-shopping platform.